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Tag: Sabeco

  • SABECO Boosts Consumer Engagement at Khanh Hoa Sea Festival 2026

    SABECO Boosts Consumer Engagement at Khanh Hoa Sea Festival 2026

    SABECO, the Vietnamese beverage giant behind Bia Saigon and 333 Beer, plans to significantly enhance its consumer engagement initiatives at the Khanh Hoa Sea Festival in 2026. This strategic move aims to connect directly with a large audience, reinforce brand loyalty, and expand its market reach within Vietnam.

    The company, known for its extensive portfolio of beer brands, regularly participates in major cultural and sporting events across the country. Its involvement in the Khanh Hoa Sea Festival provides a platform to show products, create memorable brand experiences, and gather direct feedback from consumers.

    Building Brand Presence Through Local Events

    Participating in large-scale public events like the Khanh Hoa Sea Festival allows SABECO to integrate its brands into local cultural celebrations. This approach helps the company build a stronger emotional connection with consumers, moving beyond traditional advertising. These festivals attract both local residents and tourists, offering a diverse demographic for brand interaction.

    For consumer brands operating in Southeast Asia, local festivals and events are critical channels for market penetration and consumer relationship building. Such engagement strategies are particularly effective in markets where community and cultural ties play a significant role in purchasing decisions. This is a common strategy for F&B companies across the region, from ThaiBev in Thailand to San Miguel in the Philippines, as they aim to embed their brands deeply within national identities and local traditions.

    SABECO’s Market Strategy in Vietnam

    SABECO continues to be a dominant force in Vietnam’s competitive beverage market. Its consistent presence at key national events underscores a long-term strategy to maintain market leadership and respond to evolving consumer preferences. These engagements often include interactive booths, product sampling, and branded entertainment, designed to create a positive association with its beer brands.

    The company’s focus on consumer engagement at events like the Khanh Hoa Sea Festival also reflects a broader trend among regional consumer goods companies. They are increasingly investing in experiential marketing to differentiate themselves and foster deeper brand loyalty in a dynamic retail environment. This direct interaction helps gather insights that inform future product development and marketing campaigns.

  • Sabeco’s profit plunges by a third in Q2

    Sabeco’s profit plunges by a third in Q2

    Sabeco, the brewer of Saigon Beer, saw profits plunge 32% year-on-year to VND1.2 trillion ($50.7 million) in the second quarter as rising competition pumped up its marketing expenses.

    Fierce competition with international brewers forced the company to spend more on marketing and distribution, while demand has plunged from last year amid economic challenges, the company explained in its financial report.

    The impact of tightened regulations on driving under the influence and rising costs of ingredient and packaging also contributed to the profit drop, it added.

    In the second quarter last year Sebeco reported a post-tax profit of VND1.79 trillion, the highest since Thai company ThaiBev acquired it in 2017.

    In the first six months this year the company posted a post-tax profit of VND2.2 trillion, meeting 38% of the year’s target.

    Earlier this year Sabeco leaders said that Vietnam’s beer industry was seeing a golden opportunity amid rising income and the potential of increasing exports of non-alcoholic beer.

    Sabeco therefore targets a revenue increase of 15% to VND40.27 trillion and a profit rise of 5% to VND5.77 trillion, a new peak.

    But most analysts have forecast that the company will fail to meet these goals as consumers are tightening their spending amid economic difficulties.

    Vietcombank Securities last month forecast that Sabeco will see revenue increasing only 6% this year.

    SSI Securities expect its revenue to rise 4.7% and profits 5.2%.

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  • Sabeco to install rooftop solar panels at 9 breweries

    Sabeco to install rooftop solar panels at 9 breweries

    Sabeco has partnered with SP Group, a leading utilities group in the Asia Pacific, for the second phase of its rooftop solar energy system installation and operation.

    Saigon Beer-Alcohol-Beverage Corporation (Sabeco) and SP Group signed a Memorandum of Understanding on Thursday to carry out rooftop solar energy system installation and operation with a maximum output of 10.44 MWp (Megawatt-peak) at nine Sabeco’s breweries.

    This will bring the number of Sabeco breweries adopting solar energy by the end of 2023 to 17.

    “This partnership demonstrates our commitment to facilitating the clean energy transition of manufacturing facilities. Leveraging our comprehensive range of sustainable energy solutions, we look forward to supporting Sabeco towards their energy efficiency goals and co-creating a more sustainable future for Vietnam,” Brandon Chia, Managing Director, Sustainable Energy Solutions (Southeast Asia & Australia), SP Group, said.

    The first phase kickstarted in 2020, receiving VND107 billion ($4,7 million) investment from Sabeco with a maximum output of 9 MWp at Cu Chi, Dak Lak, Phu Yen, Quy Nhon, Song Lam, Khanh Hoa, Can Tho, Soc Trang and Ben Tre breweries.

    Under the new MoU, SP has been commissioned to install and operate the rooftop solar panels at nine breweries in Lam Dong, Ha Tinh, Ha Noi, Tay Do, Vinh Long, Nguyen Chi Thanh, Bac Lieu, and Quang Ngai, and expand the system in Cu Chi.

    The installment is scheduled to be completed and operational by the end of Q3. The system of 17 breweries is estimated to provide almost 23% of electricity consumed at the breweries, or 25 million kWh, equivalent to a reduction of 18,000 tons of CO2 emitted annually.

    “The company has sought to implement initiatives and solutions that support sustainable business over the past few years. We have already embarked on various ESG (Environment, Society and Governance) initiatives through our 4C corporate social responsibility pillars (Consumption, Conservation, Culture and Country). We also have implemented Best Brewery Awards to encourage our breweries to embed sustainability mindset,” Bennett Neo, General Director of Sabeco, said.

    Apart from energy usage, Sabeco has implemented other initiatives to mitigate environmental impacts. The company reduced waste used per liter of beer from 5 liters in 2018 to below 3 liters in 2022.

    Sabeco has embarked on plant-based biomass fuel (rice hulls, sawdust, cashew shell, and leaves) usage instead of using fossil fuel-powered boiler, applying the CIP wastewater treatment system; using sustainable packaging (downgauged cans, lightweighted carton boxes and bottles) and reusing beer glasses and cans.

    Sabeco also promotes other sustainability initiatives which focus on local communities where it operates. The recent project “Light up the Rural”, a part of the three-year strategic partnership between Sabeco and the Central Committee of the Ho Chi Minh Communist Youth Union, has constructed 34km of street lighting that uses solar power in 34 rural areas in 34 provinces across the country.

    This initiative aims to improve socio-economic infrastructure to more than 210,000 households. The project will be expanded in 2023 with more than 39 km of solar street lights to be installed.

    Sabeco operates 26 breweries, 11 member trading companies and a network of hundreds of thousands of selling points across the country.

    Sabeco has a wide portfolio of beer brands that are beloved by the people of Vietnam, which includes Bia Lac Viet, Bia Saigon Chill, Bia 333, Bia Saigon Special, Bia Saigon Export, Bia Saigon Lager and Bia Saigon Gold.

  • Sabeco profits soar by 40%

    Sabeco profits soar by 40%

    Brewer Sabeco said its after-tax profit rose by 40% last year to VND5.5 trillion. Vietnam’s biggest brewer had net revenues of VND34.98 trillion, an increase of 32% from 2021.

    These are significant achievements compared to the 2021 results.

    The 2022 profit figure was the highest in the company’s history, and was achieved despite the challenging market conditions and various post-pandemic difficulties.

    The year also marked an important milestone for Sabeco as it entered phase 2 of its transformation journey, focusing on sales, branding & marketing, production, and supply chain.

    The 2022 results also reflected Sabeco’s accomplishments in transforming its core business processes and accelerating its marketing and sales initiatives.

    It is improving cost management and operational efficiency across the entire supply chain by implementing Sabeco 4.0.

    Given the record profit, the board proposed a special dividend of 15%, which was approved at the AGM, bringing the full-year dividends for 2022 to 50%.

    To further enhance shareholder value, it was proposed to issue bonus shares at a ratio of 1:1, and was also approved.

    Sabeco expanded its mid-to-long-term strategic investment initiatives in 2022 to support sustainable business growth as part of its long-term growth plans.

    This includes recent strategic moves to increase ownership in Saigon Binh Tay Beer Group JSC and Saigon Packaging Group JSC. The two companies will become subsidiaries when the process is completed.

    Sabeco also announced plans to increase its stakes in the Western-Saigon Beer JSC from 51% to more than 70%.

    At the meeting, general director of Sabeco, Bennett Neo, said 2022 was a breakthrough year with record profits.

    “We grew our market share and net revenues, and profit after tax reached VND5.5 trillion, an increase of 40% over 2021. This is a result of our collective efforts to drive sales, the right investment strategy and efficient cost management.”

    For 2023 Sabeco has a revenue target of VND40.272 trillion and a profit target of VND5.775 trillion, increases of 15.1% and 5% from the previous year.

    The company said it would continue to strengthen its 4Cs sustainable development commitment, which includes driving ESG initiatives that are in line with its corporate goals and Vietnam’s national strategies.

    The corporation is committed to continuing its efforts as a proud, prominent and responsible corporate citizen to bring out the best in Vietnam.

    The chairperson of the AGM and board member Michael Chye said the business environment remains challenging with various uncertainties caused by the global economy and unpredictable but fierce competition.

    However, he said Sabeco remains committed to investing in opportunities that drive long-term growth and increase shareholder returns.

    “This will enable us to reward our shareholders with sustainable dividends and in line with the company’s long-term growth prospects.”

    A change of general director was also announced at the annual general meeting and will be effective from October 1, 2023. Lester Tan Teck Chuan will become the new general director.

    Lester is currently Senior Vice President, Chief Beer Business, at Thai Beverage PLC and has been at this role since 2020.

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  • Saigon Beer brewer sees revenue surge by a third

    Saigon Beer brewer sees revenue surge by a third

    Saigon Beer brewer Sabeco saw revenue jump 33% from 2021 to VND35.24 trillion ($1.5 billion) last year as consumption bounced back after two years of Covid-19.

    The brewer’s post-tax profit surged nearly 40% to VND5.5 trillion, the highest level since it was sold to ThaiBev in 2017.

    “The company has improved its production efficiency and implemented cost-saving measures to minimize the impact of higher input costs,” Sabeco said in a statement. “Many promotion and marketing campaigns also helped boost sales.”

    Before the pandemic, the company spent VND3 trillion on promotion and marketing last year, double that of 2019.

    Sabeco’s revenue last year was 8% shy of the 2019 level. However, its revenue quadrupled that of its major competitior in Vietnam, Habeco, which recorded a revenue of VND8.5 trillion.

    Thapana Sirivadhanabhakdi, CEO of ThaiBev, said last year that Sabeco was its “crown jewel” and rejected rumors that the Thai company would sell the brewer.

    Valued at $26 billion, Vietnam is the biggest beer market in Southeast Asia, and No. 3 in Asia behind China and Japan, according to 2021 figures.

  • Brewer Sabeco profits up 75% in 9 months

    Brewer Sabeco profits up 75% in 9 months

    Vietnam’s biggest brewer Sabeco gained after-tax profits exceeding VND4.42 trillion ($1=VND24,800) in the first nine months of 2022, a year-on-year surge of 75%.

    Sabeco’s revenues surpassed VND25.1 trillion, up 44% on-year, according to its latest financial statements. Meanwhile, the firm spent over VND1.8 trillion on advertisements and promotions.

    In the third quarter, Sabeco made revenues of over VND8.635 trillion, doubling last year’s figures, and after-tax profits of more than VND1.3 trillion, nearly treble the previous amount.

    Bao Viet Securities said the brewer’ beer selling prices would increase 10% this year against 2021, amid room for Vietnam’s beer industry to grow.

    The country produced over 4.3 billion liters of beer in the first nine months, up nearly 36% against the same period last year, and up 15.5% against the same period of 2019, the pre-Covid period, according to the General Statistics Office.

    Vietnam is the biggest beer consumer in Southeast Asia and the ninth biggest in the world, according to Japanese drinks company Kirin Holdings, with demand likely to grow further as a large young population reaches adulthood, Nikkei reported.

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  • ThaiBev rejects rumors about selling ‘crown jewel’ brewer Sabeco

    ThaiBev rejects rumors about selling ‘crown jewel’ brewer Sabeco

    Thai company ThaiBev has dismissed rumors it wants to sell Vietnam’s biggest brewer Sabeco.

    “It’s our crown jewel, a rare asset among all brewing assets in the region,” said Thapana Sirivadhanabhakdi, CEO of ThaiBev Group, as said at the company’s annual press conference Tuesday.

    He was asked about rumors that the Thai giant plans to sell Sabeco. They have been cropping up now and then since it acquired the brewer in 2017, the maker of Saigon Beer, which has a 40% market share in Vietnam.

    ThaiBev owns a 54% stake in Sabeco, the Vietnam State Capital Investment Corporation holds 36%, and the remaining 10% is with other foreign investors.

    ThaiBev is not looking to buy SCIC’s stake, Michael Chye Hin Fah, CEO of brewery arm BeerCo, said.

    Sirivadhanabhakdi said: “If you ask me personally, I definitely want to see the Vietnamese government let go to local Vietnamese investors. If there is more liquidity in the market that will definitely help improve the overall valuation for Sabeco.”

    Sabeco saw third-quarter revenues rise 25% year-on-year to VND9 trillion.

    Its profit was up at VND1.79 trillion (US$75.4 million), the highest since it was acquired by ThaiBev.

    Vietnam is the biggest beer consumer in Southeast Asia and the ninth biggest in the world.

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  • Sabeco posts biggest quarterly profit since acquisition by Thai firm

    Sabeco posts biggest quarterly profit since acquisition by Thai firm

    Vietnam’s largest brewer Sabeco reported post-tax profits of VND1.79 trillion ($76.6 million) for the second quarter, the highest since ThaiBev acquired it in 2017.

    It represented a 67 percent increase year-on-year, while revenues were up 25 percent to VND9 trillion.

    The management said the lifting of social distancing restrictions, resumption of tourism and a general rise in consumption helped boost sales.

    Profits for the first six months were VND3.03 trillion, 66 percent of the full-year target.

    Thailand’s largest beverage company bought a 54 percent stake in Sabeco, the maker of Saigon Beer, five years ago.

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  • Brewer Sabeco profits fall to lowest level since Thai acquisition

    Brewer Sabeco profits fall to lowest level since Thai acquisition

    Vietnam’s largest brewer Sabeco said after-tax profit fell by over VND1 trillion (US$443 million) last year to VND3.93 trillion, the lowest since it was acquired by a Thai billionaire.
    Its revenues were VND26.37 trillion, a decline of 6 percent. Thaibev owned by Charoen Sirivadhanabhakdi acquired the company in late 2017.

    The firm blamed the Covid-19 outbreaks and subsequent restrictions in many provinces and cities across the country for the decline in performance.

    The firm has undistributed profits of over VND13.66 trillion.

    Vietnamese consumed 1.3 liters of beer per capita in 2020, according to the General Statistics Office. The country has a population of over 98.5 million.

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  • Brewer Sabeco sees profits plummet

    Brewer Sabeco sees profits plummet

    Vietnam’s largest brewer Sabeco saw its H1 post-tax profit fall 31 percent year-on-year to VND1.93 trillion ($83 million) over Covid-19 pandemic impacts. Revenues fell 35 percent to VND12 trillion ($518 million), 89 percent of it from beer, and the rest from wine and other beverages.

    The company, owned by Thai beverage giant ThaiBev, said that the profit plunge came as Vietnam imposed social distancing measures and closed “non-essential” businesses to contain the novel coronavirus. Authorities ordered most businesses, including restaurants and bars, to close in March and April.

    Vietnam’s new regulations on drunk driving have also impacted on its business, Sabeco said. The country’s new regime of fines – up to VND8 million ($345) for DUI motorbike drivers and VND40 million ($1,730) for car drivers have kept drinkers away from restaurants and bars. Sabeco forecasts a post-tax profit fall of 37 percent this year to VND3.25 trillion.

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  • Sabeco reports record profits

    Sabeco reports record profits

    Post-tax profits surged 22 percent year-on-year for Vietnam’s largest brewer Sabeco, reaching VND5.37 trillion ($231.96 million), its highest annual profit ever.

    The brewer’s 2019 revenues increased 5 percent year-on-year to VND37.9 trillion ($1.64 billion), with improved business results mainly attributed to heavy investments in sales and marketing, Sabeco management said in the company’s latest annual financial report.

    Sabeco spent VND1.49 trillion ($64.33 million) on marketing last year, a year-on-year increase of 31 percent, the report said.

    Revenues in the final quarter, however, declined 7 percent year-on-year to VND9.73 trillion ($420.11 million), but post-tax profits rose 18 percent to VND1.09 trillion ($47.06 million). This was due to profits from financial investments surging 54 percent, and profits from joint ventures and associate companies rising 41 percent, Sabeco said.

    By the end of 2019, Sabeco’s total assets and liabilities were valued at approximately VND27 trillion ($1.17 billion) and VND6.9 trillion ($297.92 million) respectively.

    Sabeco is owned 53.59 percent by Vietnam Beverage, a subsidiary of Thai beverage company ThaiBev. The Vietnamese government, represented by the Ministry of Industry and Trade, retains a 36 percent stake in the company.

    According to the latest figures by securities firm FPTS Securities, Sabeco held 40.9 percent of Vietnam’s beer market by the end of 2018, followed by Heineken Vietnam with 23 percent and local brewer Habeco, with 18.4 percent.

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  • Sabeco to charter aircraft to transport outstanding workers home for New Year

    Sabeco to charter aircraft to transport outstanding workers home for New Year

    Vietnam’s biggest brewer Sabeco is set to charter four aircraft and a number of buses to ferry 2,000 outstanding workers home for Tet. It will cost Sabeco over VND5 billion ($217,000), and the company will identify the workers together with the management of industrial parks in HCMC and the neighboring provinces of Binh Duong and Dong Nai.

    A charter flight each will fly from HCMC to Hanoi and the central towns of Vinh, Dong Hoi and Quy Nhon.

    The 1,000 people going by bus will go to the central provinces of Quang Ngai, Binh Dinh, Phu Yen, and Khanh Hoa, the Central Highlands provinces of Dak Lak and Lam Dong and the southern provinces of Kien Giang and Ca Mau.

    Hoang Dao Hiep, deputy general director of Sabeco, said this would be the second year the company and the Youth Union provide transportation for the best-performing workers for Lunar New Year.

    This year it is on a larger scale, and the process to select the workers too started earlier — at the beginning of December.

    Tet (The Lunar New Year) falls in late January 2020. Last year too the company had chartered four aircraft.

    Sabeco is owned 53.59 percent by Vietnam Beverage, a subsidiary of Thai beverage company ThaiBev. The Vietnamese government, represented by the Ministry of Industry and Trade, owns a 36 percent stake in the company.

    In its latest financial report, Sabeco reported revenues of over VND28.3 trillion ($1.22 billion) in nine months, up 10 percent year-on-year. Revenue from beer in the period accounted for 86 percent of total, or VND24.3 trillion ($1.05 billion).

    In the third quarter alone, post-tax profit was highest among all brewers in Vietnam at almost VND1.46 trillion ($63 million), up over 40 percent year-on-year.

  • Heineken no longer a major shareholder of Sabeco

    Heineken no longer a major shareholder of Sabeco

    Dutch brewer Heineken sold over 5 million Sabeco shares Friday, bringing its stake in Vietnam’s biggest brewer Sabeco down to 4.32 percent.

    The shares, equivalent to an approximate 0.81 percent stake, were sold to buyers whose identities have not been disclosed via an agreement, the Ho Chi Minh Stock Exchange (HoSE) reported.

    The sale was worth over VND1.2 trillion ($51.79 million), at VND234,000 ($10.1) per share (ticker: SAB), VND18,000 ($0.78) lower than its stock opening price Friday, according to HoSE.

    On the stock market, the Saigon Beer Alcohol Beverage Corporation’s SAB shares have been falling or stalling for the last 12 consecutive sessions.

    The remaining 4.32 percent stake in the Vietnamese brewer is held by Heineken, its regional subsidiary Heineken Asia Pacific, and related companies.

    Sabeco is owned 53.59 percent by Vietnam Beverage, a subsidiary of Thai beverage company ThaiBev. The Vietnamese government, represented by the Ministry of Industry and Trade, owns a 36 percent stake in the company.

    Thaibev had bought its stake in Sabeco when the government publicly auctioned them in December 2017. At the time, Heineken, who had held shares in Sabeco since 2008, also submitted a bid but lost to Thaibev.

    According to a report by securities firm FPTS Securities, Heineken’s share of the Vietnam beer market at the end of 2018 was 23 percent, second to Sabeco at 40.9 percent.

    In its latest financial report, Sabeco reported revenues of over VND28.3 trillion ($1.22 billion) in nine months, up 10 percent year-on-year. Revenue from beer in the period accounted for 86 percent of total, or VND24.3 trillion ($1.05 billion).

    In the third quarter alone, post-tax profit was highest among all brewers in Vietnam at almost VND1.46 trillion ($63 million), up over 40 percent year-on-year.

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  • Sabeco makes $3.9 million a day from beer sales

    Sabeco makes $3.9 million a day from beer sales

    Vietnam’s biggest brewer Sabeco reaped VND90 billion ($3.87 million) in revenue a day in January-September, a double-digit rise. In its latest financial report, the Saigon Beer Alcohol Beverage Corp reported revenues of over VND28.3 trillion ($1.22 billion) in nine months, up 10 percent year-on-year. Revenue from beer in the period accounted for 86 percent of total, or VND24.3 trillion ($1.04 billion).

    In the third quarter alone, post-tax profit was highest among all brewers in Vietnam at almost VND1.46 trillion ($62.76 million), up over 40 percent year-on-year.

    billion VNDSabeco business resultsRevenuePost-tax profitQ1-2016Q2-2016Q3-2016Q4-2016Q1-2017Q2-2017Q3-2017Q4-2017Q1-2018Q2-2018Q3-2018Q4-2018Q1-2019Q2-2019Q3-201902.5k5k7.5k10k12.5kSabeco

    Sabeco has paid almost VND8.2 trillion ($352.46 million) in taxes this year. Its total capital as of Q3 was VND24.78 trillion ($1.07 billion), up 10.7 percent from the beginning of the year.

    Sabeco is owned 53.59 percent by Vietnam Beverage, a subsidiary of Thai beverage company ThaiBev. The Vietnamese government, represented by the Ministry of Industry and Trade, owns a 36 percent stake in the company.

    ThaiBev has said earlier that Sabeco is its key growth driver in Southeast Asia as the region’s consumption slows down.

    Vietnam consumed 4.1 billion liters of beer in 2017, making it the biggest alcohol market in Southeast Asia and the third biggest in Asia after Japan and China, according to the Ministry of Health.

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  • Vietnamese beer sales now drive revenues for Sabeco’s new Thai owner

    Vietnamese beer sales now drive revenues for Sabeco’s new Thai owner

    Vietnamese brewery Sabeco has contributed 46 percent of the revenues of Thai parent ThaiBev in the first quarter of 2018-19. For the quarter ended December 31, 2018, it reported sales of VND13 trillion ($560.58 million) as ThaiBev announced net profits of VND5.54 trillion ($238.83 million) on total revenues of VND54.28 trillion ($2.34 billion), 35 percent and 60 percent up year-on-year.

    Beer products became its revenue driver for the first time with sales of VND24.84 trillion ($1.07 billion). Though spirits sales saw strong growth, their share of revenues dropped from 54 percent to 43 percent.

    In terms of sales by market, the group reported 52 billion baht ($1.66 billion) in Thailand, down to 71 percent from 96 percent last year. The other significant amount was Vietnam’s VND13 trillion or 23.9 percent.

    ThaiBev said while consumption in Southeast Asia is generally slowing, Sabeco has sustained impressive growth.

    Two months ago the Thai group became the majority shareholder in the Vietnamese brewer with a 53.59 percent stake following a debt-to-equity swap.

    It believes the acquisition of Sabeco would help its expansion in Vietnam, which has a youthful population, extensive distribution network and the strongest beer market growth in the region.

    Sabeco, formally known as Saigon Beer Alcohol Beverage Corp, reported a 5 percent rise in revenues last year to more than VND36 trillion ($1.56 billion).

    It has a 42.8 percent share of the Vietnamese beer market, according to the Ho Chi Minh City Securities Corporation.

    According to the Vietnam Beverage Association (VBA), the Vietnamese beer market is worth $3.4 billion.

    Securities company FPT Securities predicts the market will grow by 5-6 percent a year.